PepsiCo’s North America Frito-Lay unit is launching the first TV campaign for its Ruffles brand of ridged potato chips in almost a decade, while extending its marketing partnerships with star basketball players. The “Own Your Ridges” campaign announced earlier this week includes two commercials starring Anthony Davis, the Los Angeles Lakers all-star who began his partnership with Ruffles last year, per an announcement.
According to Marketing Dive, this first national TV campaign in almost a decade for Ruffles potato chips and the introduction of a new flavor aim to lift the profile of the brand among younger consumers. To expand the campaign beyond TV, Ruffles launched a “Ridge Awards” campaign on social media.
Marketing Dive further notes that “the campaign for Ruffles also is another sign of the greater marketing muscle that Frito-Lay is putting into its brands. Snack foods have seen stronger sales growth in the past year as homebound consumers do more of their own cooking during the pandemic. To help maintain that sales momentum, Frito-Lay has ramped up its marketing efforts with higher-profile campaigns.”
Frito-Lay has helped parent company PepsiCo to drive higher sales and earnings. The company’s profit rose 4.5% from a year earlier to $1.85 billion in Q4, as revenue climbed 8.8% to $22.46 billion. Frito-Lay North America saw 5% growth in organic sales
Source: Marketing Dive. Full report here